Bangkok, 24 December 2025 — Gen Alpha, it’s time to gather at True Alpha Hub, located at Siam Square Soi 3 — a new landmark in the heart of Siam designed by True Corporation to be truly “Z-nomenon Alpha Ready.” This marks the first-of-its-kind phenomenon in Southeast Asia, where a purpose-built brand experience and flagship space has been created to connect meaningfully with Generation Alpha. The project elevates the concept of retail into a “Cultural Metropolis” — a space where technology, creativity, and the culture of the new generation converge seamlessly.
True Alpha Hub reflects the philosophy of LIVE Your True Life, grounded in the belief that technology should serve as an empowering force — enabling the next generation to live confidently, clearly, and authentically as their true selves.
The launch reinforces True Corporation’s mission and leadership as a global Telco-Tech company, redefining how brands engage with the future generation through experience, identity, and innovation.
Today, True Alpha Hub reimagined Siam Square Soi 3 into a vibrant red-carpet venue, welcoming a large crowd of guests. The event was graced by Professor Dr. Wilert Puriwat, President of Chulalongkorn University, Mr. Supachai Chearavanont, Chief Executive Officer, Charoen Pokphand Group/ Chair of the Board of Directors, True Corporation Plc., and True Corp’s executives led by Oliver Kittipong Veerataecha, Chief Brand & Media Officer, Niphon Raksriaksorn, Head of Retail & Omnichannel Experience, Sujitra Amitrapai, Head of Shop Management, together with Paul Sirisant, Founder of Co-Playing Café Such A Small World, Pakorn Mahapan, Architecture and Founder of M Space, as well as Thailand’s leading artists and influencers, including Gemini–Fourth, Sea–Keen, Surf–Java; artists from I AM, Way Day, Bright Venture, and TPN Global as well as a new generation athletes from latest SEA Games.
Professor Dr. Wilert Puriwat, President of Chulalongkorn University, delivered congratulatory remarks at the unveiling of True Alpha Hub, stating that “Chulalongkorn University, as the steward of this area, is committed to making Siam Square more than a commercial district. It is a ‘space of opportunity’ that embraces diversity and creativity across generations. We are therefore delighted that True Corporation shares this vision in co-creating a new ‘digital lifestyle landmark.’ True Alpha Hub at Siam Square Soi 3 represents a significant milestone in elevating Siam Square to reflect the energy of the new generation, especially Generation Alpha by providing a space where they can express their identities and build creative communities together. I firmly believe this space will become a starting point of inspiration, helping to pass on values and sustainably empower the potential of the next generation to thrive on a global stage.”
Khun Oliver Kittipong Veerataecha, Chief Brand & Media Officer of True Corporation Plc., said “Generation Alpha is growing up naturally immersed in the digital world. They are ‘digital ninjas’, learning, communicating, and expressing themselves through experiences rather than through traditional brand messaging. As consumer mindsets and expectations undergo fundamental change, marketing and branding can no longer operate as they once did. True has therefore chosen to move beyond conventional communication and step into the Generation Alpha era today. We believe that brands of the future must be built on understanding and meaningful engagement, rather than waiting for the market to take shape and simply following behind. True Alpha Hub at Siam Square Soi 3 is the tangible expression of that belief. This is not a store, but an ecosystem, one that invites Generation Alpha to think, experiment, create, and express their identity in their own way. For True, engaging with this generation from the very beginning means building relationships at the source. Because in the age of Generation Alpha, ‘experience’ is not just part of the brand, but it is the brand itself.”
Inside True Alpha Hub, the space is thoughtfully designed as a tangible brand imprint, brought to life through three integrated elements: “Creators Debut Hub”, a launchpad that empowers young creators to express their identity through real-time content creation, filming, and live streaming; “Mosaic of A-Listers”, a vibrant meeting point for cultural icons and next-generation trend leaders shaping today’s creative landscape; and “Broadcast Your Passion”, a platform that amplifies self-expression by transforming every passion into creative energy that captures the world’s spotlight.”
Khun Sujitra Amitrapai, Head of Shop Management, True Corporation Plc. said that “True Alpha Hub represents another important step for True as we step beyond our role as a telecommunications and technology service provider to become a co-creator of the future alongside the next generation. It is the result of a deliberate vision to develop a space that can be genuinely experienced across all four floors, with every element reflecting True’s strengths from prime location and experiential design to operational excellence. The Hub sets a new benchmark for retail spaces, going beyond sales and service to support everyday living, content creation, and engagement for young people. This vision is brought to life through collaboration with Such A Small World, which curates and develops Levels 2 – 4 as a vibrant hub of creativity, self-expression, and everyday inspiration. The design is led by Pomme Chan – Tachamapan Chanchamrassang, an internationally acclaimed Thai designer, together with the design team from M Space.”
Experience The Best, The First, and The Only at True Alpha Hub
Discover True Alpha Hub, a space thoughtfully designed around the fusion of culture, community, and technology created as a space to ignite the passions of the new generation and propel them powerfully onto the digital public stage. The experience unfolds across four uniquely designed floors, each crafted to Unlock The Limitless Possibilities. Explore the inspiring spaces at every level:
- Level 1: LEVEL UP – True Branding Shop
The first step toward a premium service experience designed for valued customers. This floor transforms traditional service points into an emotionally connected space, supported by expert teams who act as trusted partners. It delivers a thoughtfully curated digital lifestyle experience, complete with TrueCoffee, featuring exclusive signature menu creations available only at this location. - Level 2: GO-LIVE LAB – Professional Broadcasting
The only space of its kind in Thailand, featuring a world-class Broadcasting & Live Event Zone. Designed to empower the next generation of creators, the studio enables real-time live streaming directly onto the Cube Big Screen in the heart of Siam Square, turning real-time engagement into real-world impact. This is the stage where everyday creators can rise and become icons the world remembers. - Level 3: CO-PLAY PIT
A thoughtfully designed space where intentional chaos comes to life. CO-PLAY PIT is the heart of gathering, play, and co-creation, defined by the concept of “Chaos — Curated”. While it may feel free-form and spontaneous, the space is carefully crafted for real use, whether for content creation, live podcasting, gaming, or simply spending time with friends. Visitors can also experience the special 3D Model Experience Booth, featuring cutting-edge 360-degree 3D scanning technology that transforms you into a digital model, capturing memories in a truly unique form. Available from today through 28 February 2026.
- Level 4: BIG CREATE
Where ideas are captured and transformed into real creations. BIG CREATE is a space designed to turn creativity into tangible outcomes, whether through art, music, photography, or immersive listening experiences, empowering creators to bring their visions to life.
To celebrate the launch of this new landmark, True welcomes everyone to True Alpha Hub with a range of exclusive privileges, available from today through 4 January 2026, as follows:
- Receive free photo printing with a Smart Phone Printer when purchasing any product at True Alpha Hub, along with a THB 1,000 discount on the Instax Mini Link 3
- Purchase any device with a package and receive an extra 5G usage of 10GB valid for 30
- New customers who sign up for a special value package starting at THB 333 per month receive an extra 4G/5G usage of 50GB, unlimited on-net calls to True and dtac 24 hours a day, and 50 minutes of calls to other networks per month.
- Students aged 18–24 can choose the You Ultra Max 299 package at THB 299 per month, receiving an extra 4G/5G usage of 100GB (50GB for regular use plus an additional 50GB for participating popular apps), designed to support learning, communication and entertainment.
- Customers using any activity room in the Playing Space & Creative Rooms on the 3rd and 4th Floor receive six free photo prints via the Photo Booth service, limited to the first 100
- True Card customers and dtac members enjoy up to 20% off activity room fees in the Playing Space & Creative Rooms on the 3rd and 4th Floor, subject to terms and conditions.
Be part of the Z-nomenon Alpha Ready and experience a one-of-a-kind brand experience, the best and only of its kind in Southeast Asia today at True Alpha Hub, Siam Square Soi 3.
For more information, connect with us on LINE Official Account: @truealphahub.
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